Retargeting happens when a brand targets a consumer after they’ve already shown interest in some way, but are yet to convert to a sale. A common tactic in desktop marketing, retargeting is finding favor among mobile marketing campaign managers, many of whom believe the potential for retargeting mobile devices is even greater than it is for desktop.
Text messaging is perfect for retargeting because consumer engagement – in the sense that most SMS messages are read - is virtually guaranteed. So how does it work?
Let’s say someone visits your social media pages. They take part in a competition you’re running, just for the fun of it. They don’t buy anything or sign up to your service, but they do sign up to your SMS list in order to take part in your contest. They like your brand, but they think no more about it after they fail to win anything. A few days later, they receive an SMS from you offering a discount on your latest product. Reminded of their previous interest in your business, they are more inclined to click through to your site than if they had never heard of you.
It’s not just text. Mobile retargeting takes many forms, and is ideally-positioned to make use of location data to improve the customer experience. Intent can be established from the kinds of things people tweet. Apps are also suggesting some retargeting opportunities (not to mention acquisition of new business).
Retargeting has grown more important as the mobile web – and its user-base - has expanded. With so many promotions out there, fewer users are converting on their first exposure to an ad.
As a mobile marketing strategy, retargeting is a proven way to increase ROI and decrease the cost-per-acquisition. Don’t lose out – start looking into developing a mobile marketing retargeting strategy and see what it can do for your business.